Oxford tapping Tembusu's network, knowledge to better market its products in Asia-Pac
By TEH SHI NING, published on Business Times website
CONSULTING firm Oxford Analytica will establish its first Asia-Pacific office in Singapore in March in a joint venture with locally based private equity firm Tembusu Partners.
The parties signed a memorandum of understanding last night at Oxford Analytica's two-day Global Business Outlook Conference, which ends today.
Known especially for its Oxford Analytica Daily Brief, which provides geo-political and macro-economic analysis, Oxford Analytica also does tailored projects for corporate, government and agency clients.
While the firm has a product with global relevance, in terms of marketing, its footprint in this region has been shallower, said chief operating officer Andrew Backhouse.
He sees the tie-up with Tembusu as one that will enable Oxford Analytica to tap Tembusu's regional network and knowledge to better market its products in the Asia-Pacific.
Tembusu chairman Andy Lim said that his firm is 'thrilled to be associated with Oxford Analytica' and hopes that from the initial marketing set-up, Tembusu may eventually move to contribute editorial content and consultancy work.
Oxford Analytica executive director Michael Bruce will grow a team of business executives and support staff here. Specifics on the financial and staff commitment of both parties to the joint venture will be finalised over the next three months.
Oxford Analytica has 20 consultants at its Oxford office and five with its Washington team, and taps a network of 1,500 scholars based in universities worldwide to generate research and analysis.
Mr Bruce said: 'The Asia-Pacific region is a relatively untouched gem.'
The firm also intends to set up other regional hubs to reach out to government and business leaders in the Asia-Pacific region.
